A framework for generating loyalty in the alcohol industry: a case study of Heineken and Budweiser

Sammanfattning: Purpose: The purpose of this study is trying to understand which elements are essential to obtain loyalty in the alcoholic beverage industry and how companies can focus their branding efforts on these drivers of loyalty. Methodology: A literature review is conducted to identify the key drivers which can influence brand loyalty. These drivers are then analysed by researching two case studies, Heineken, and Budweiser. This is done via a mixed methods approach, first through quantitative, primary survey data to get consumer perceptions of both Heineken and Budweiser with regards to the four drivers and their success and points of improvements on these four drivers, and these data were used to create a radar chart. In conjunction, qualitative content analysis of 10 advertisements for each brand examines how these drivers are being utilised in their advertising campaigns. Findings: Through the literature review, four key drivers for brand loyalty were identified - Brand Awareness, Perceived Quality, Brand Personality and Physical Attributes. The survey and the content analysis confirm that these dimensions are related to loyalty, even though brand personality represents an element of particular attention, as consumers tend not to perceive it. Both perceived quality and physical attributes were both positively portrayed in the survey and content analysis. Brand awareness should be emphasised by running global campaigns rather than local/national ones. Original/value: This study creates a bespoke framework to assess and analyse specific drivers which impact upon brand loyalty in the alcohol industry.